Waltz into Vienna
As summer approaches
and the World Cup Seville comes to a close, I day
dream of less hectic days I can spend writing articles, answering emails and
finally cleaning off my desk. But before I could get too excited about those
lazy, hazy, crazy days of summer…the next World Cup Europe was
announced, and preparation is in full effect.
April 25-27, 2010 the Tea & Coffee World Cup will return to Vienna,
once home to the famously successful 1994 and 1997 Exhibition and
Symposiums. For the first time ever, the World Cup Europe will be more than
the only exhibition with working equipment on the show floor; it will be
more than an outlet for networking and knowledge; it will be a grand coalition
between the World Cup and Gast-Wien, an international trade fair for
the restaurant, hotel and catering industries. This new collaboration will
ensure that all members of the tea and coffee industries will be served: from
the HoReCa sectors to suppliers, packers, roasters and distributors. Whether
you are a producer, a retail shop owner or something in between, there is no
better business decision than attending the World Cup Europe.
With our history and experience at hosting exhibitions comes an
unmatched insight. We are aware of the importance of location - choosing
Vienna for its tea and coffee culture, unrivaled beauty, but most importantly,
it’s central position in Europe, facing North, South, East and West. Easily
accessible, The World Cup promises to be a Pan-European event, above and
beyond the local or national trade shows.
Our enhanced schedule will include a myriad of choices: from our old
favorites like Barista Championships and tea and coffee cuppings to new
crowd pleasers such as a tea and coffee product competition. Our two-day
symposium will read like a roster of the who’s who in the tea and coffee
industries. With topics ranging from market availability and updates to
evolving trends and technology, the interactive, educational seminars will
enlighten and excite.
If I have learned one thing since taking on the role of Editor, it has been
that the majority of us in this field work towards the common goal of bettering
the industry. We exchange ideas, form coalitions, link to one another’s
websites. We, as a whole, aim to improve the conditions at origin, strive to
increase quality in the cup and maintain a demand for two of the world’s most
widely consumed beverages. Nowhere more than the Tea & Coffee World
Cup Europe is this dedication and commitment more apparent.
Tea & Coffee - June, 2009
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